By Lee Frederiksen, Ph. May 23, Share A brand is a complex organism. What makes a successful brand?
All marketing Marketing positioning elements, particularly the product mix, need to be consistently focused at the end positioning goal. If the desired positioning has been effectively and clearly chosen, then deciding on the Marketing positioning mix elements should be relatively straight forward although implementation is always a challenge.
How is positioning created? Consumer typically form their understanding of the product over a period of time using information from a variety of sources, some of which are shown in the following diagram and then quickly discussed in the subsequent table.
Product features The actual design and features of the product, particularly when consumers use the product, has a major impact on the perception of the product and its relative advantages. Packaging One of the first experiences the consumer has the product is the look and feel of the packaging.
Word-of-mouth Word-of-mouth communication between consumers has a high level of credibility and cut through and will greatly influence positioning.
Pricing The overall price points of the product act as a cue for quality, and a high frequency of sales promotions may suggest lower quality. Example of an inconsistent marketing mix The following diagram illustrates the delivery of an inconsistent marketing mix.
The firm has invested in an advertising campaign in specialist running magazines and websites. While that part of their program is good, unfortunately the balance of their marketing mix offering is not aligned to that positioning.
As shown, the product quality is poor as the firm has used low quality materials and they have not invested in a suitable design. They have used discount stores as their prime distribution channel and they have priced shoes at a discount level as well.
These marketing mix elements clearly communicate to the end consumer that this is a low quality, budget shoe, and not a serious running shoe as the advertising tries to indicate. Because of this inconsistency of the marketing mix, which is not supportive of the overall positioning goals, the following outcomes would be expected: Overall sales would be quite poor as the product does not appeal to it any particular target market Consumers who do buy the product would probably be very dissatisfied and would be very unlikely to rebuy the shoes The retailers themselves might be disappointed with the consumer feedback and may discontinue stocking this particular product Negative word-of-mouth is likely Negative media and Internet reviews are also likely, further brand equity How to fix this problem?
This problem is easily rectified by simply aligning the marketing mix to a consistent end. If the firm does want to position the shoe for serious runners, then they need to invest in product improvement with higher quality materials, they would need to access sporting and specialty shoe stores, and the product is to be priced higher.
Alternatively, they could change their communications mix and position the shoe as a budget running shoe.
Either approach would align the positioning with the marketing mix elements and will generate better sales and enhanced profitability.Marketing strategy is defined by David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage.
Positioning, once you have the good brand positioning, that should determine what products you develop, and positioning is a strategic idea, so you really want to think about. Brand Positioning Strategy. Brand positioning is defined as the conceptual place you want to own in the target consumer’s mind — the benefits you want them to think of when they think of your brand.
Market positioning involves "arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers". It is about formulating competitive positioning for a product and a detailed marketing mix (Kotler et al., ).
Positioning strategies The following is a list of some established product positioning strategies. Think about your product in terms of each one.
MilesHerndon is a branding and marketing agency based in Indianapolis, Indiana, focusing on holistic, brand-centric engagements. That’s why I’ve broken your brand positioning statement down into three simple questions and a proofreading process.